Revenue Makers

The podcast delves into the complexities of marketing attribution, emphasizing the need for a consistent methodology and a single source of truth for pipeline data. It discusses the challenges of accurately attributing marketing success, the inefficiency of MQLs, and the importance of adapting to the post-cookie era in marketing attribution. The episode also highlights the shift towards account focus for improved conversion rates and the significance of data-driven decisions.

These days budget cuts mean all organizations are doing more with less. Turns out, a lack of budget doesn't necessarily mean disaster for innovative revenue leaders.@Ashley Deibert, CMO at Piano, for example, shows how embracing AI and fostering key relationships can turn tight budgets into opportunities for creative innovation. Ashley leverages technology to not just sustain but enhance her team's efficiency – even in lean times. Being transparent, communicating openly, and having a collective leadership approach can help boost morale during tough financial times.Ashley highlights the benefits of working together on budgeting, showing how marketing and sales can complement each other, and how the CFO plays a key role in boosting revenue. She also talks about the risks of not nurturing this vital relationship.Tune in to find out how budget limitations don't have to mean the end of revenue growth. They're a chance to rethink, adapt, and inspire your team to reach new heights if you can get a little creative.In this episode, you’ll learn: How to balance human expertise with AI capabilities to foster an environment of productivity and innovation, particularly when faced with the need to make strategic cuts. Learn from Ashley's experience on how AI can not only replace routine tasks but also enhance human roles, ultimately benefiting your business infrastructure.The art of negotiating vendor contracts with a focus on cultivating relationships grounded in trust. Discover Ashley's perspective on the importance of shared understanding and how this strategic approach can lead to long-term success and mutually beneficial partnerships.Strategies for maintaining team morale and effectiveness in the face of budget cuts by championing transparency, collaboration, and shared leadership. Gain actionable tactics to empower your team with contributions to the budgeting process, ultimately fostering a more creative and resilient organizational culture.Things to listen for:05:05 Leveraging AI to streamline content creation processes09:17 Initial skepticism shifted to AI as a valuable partner20:32 Balancing top-down and bottom-up budgeting approaches24:55 How the CFO can be a strategic motivator in business31:49 Facing budget woes with surety and self-assuranceResources:More from 6sense: https://6sense.com/revenue-makers/

Devin Reed, a marketing genius, shares insights on aligning content with CEO objectives and storytelling in B2B marketing. Learn about crafting compelling narratives, shifting to problem-solving content, and engaging customers. Explore unconventional sales campaigns, effective messaging, and advice for new content marketers. Dive into data-driven decisions and cutting-edge content strategies.

Transforming revenue isn't just about cold calls and content—it's about having the audacity to try something new and alignment with your goals.In this episode of Revenue Makers, Saima Rashid and Adam Kaiser chat with 2X CEO Domenic Colasante, about how he is boldly reimagining marketing tactics. Colasante's approach with 2X highlights a crucial point: traditional marketing methods are becoming outdated. By turning trucks into billboards and targeting CIO hotspots, he demonstrates how thinking outside the box can be a powerful force in enhancing brand visibility.For high-achieving revenue leaders, consider this conversation a call to reevaluate your ABM strategies and empower your teams to courageously embrace new ideas. Throw out your old scripts and transform your sales approach by infusing your marketing with a human touch and turning faceless statistics into a narrative that drives engagement and conversions.In this episode, you’ll learn:The effectiveness of account-based marketing (ABM) strategies in driving sales adoption - Learn about Domenic's firsthand experience with an innovative ABM campaign for Siemens and take away key insights on how you can apply similar strategies to captivate high-value accounts and shift your sales organization toward more targeted and effective approaches.The importance of aligning sales and marketing through not just data, but human interaction - Domenic delves into the necessity of educating sales teams on the transition from traditional marketing qualified leads (MQLs) to intent-driven ABM. Discover how to foster a culture of collaboration by bringing human conversations and joint efforts to the forefront of your marketing efforts.Maximizing your existing marketing technology before seeking new solutions - Domenic explains how conducting thorough tech stack health assessments can unveil opportunities to enhance your capabilities and add value without significant additional investments. Embrace the power of using what you have to its full potential and learn how to drive better results while reducing costs.Things to listen for:[00:00] Embrace change in marketing and sales strategies[03:30] ABM: Account-Based Marketing shifts focus to individuals[19:28] How sales and marketing teams adapt to new data[20:41] Salespeople need proof and support to change[24:58] Building a team of 1,000 innovating marketers and specialized services[27:52] Maximizing tech integration boosts performance and impact[32:22] How Domenic created an ABM program Resources:More from 6sense: https://6sense.com/revenue-makers/

While businesses everywhere are engaging in quarterly business reviews, we’re taking time to do something a little unprecedented: We’re performing a QBR for Revenue Makers! In this episode, hosts Saima Rashid and Adam Kaiser take a retrospective look at their podcast journey, highlighting significant insights gained from their engaging conversations with a quarter’s worth of eye-opening guests. The big themes? Having the courage to embrace boldness, innovation, and change management while acknowledging the importance of being data-driven in today's business landscape. Tune in as Saima and Adam offer actionable insights that can inspire and guide your own revenue projects and, just maybe, help you learn to stop worrying and learn to love QBRs. In this episode, you’ll learn: The significance of preparing for QBR: Gain valuable insights into the internal workings of a QBR and how it offers an opportunity to understand what worked, what didn't, and how to align goals moving forward—even when applied to a podcast.The art of differentiation and being bold: Learn how to cut through the noise by executing innovative campaigns that resonate with your audience.The power of being data-driven: Effectively utilize data to drive impactful decisions within your organization.Things to listen for:03:32 QBRs as a moment for reflection and celebration.06:39 How to build events backward from end goal data.11:58 Challenging integrated marketing campaign to raise awareness.19:00 AI tools are becoming essential for work.26:20 Discussing strategy with leadership. Resources:More from 6sense: https://6sense.com/revenue-makers/

Measuring the success of an event goes beyond high attendance—it's about targeted strategy and post-launch impact.In this episode of Revenue Makers, EJ Oelling, VP of Account-Based Experience at 6Sense, drives home the point that a picture-perfect event isn’t enough. What counts is crafting experiences that boost sales, increase win rates, and cultivate meaningful connections with accounts. Think of this episode as your primer on how to align event planning with strategic objectives and create experiences your prospects won’t soon forget! In this episode, you’ll learn: Why it's important to connect your end goals with event planning. Doing this helps you make smarter decisions with data that amp up your revenue strategy.The critical role of cross-functional collaboration for event marketing. Getting everyone on the same page, like sales and other market teams, can accelerate deals and increase win rates.How adopting advanced success metrics, such as event influence on sales and win rates, will provide a full picture of your events’ performance and enable you to refine your strategy overtime. Things to listen for:05:23 Increase targeted marketing for better ROI06:39 Building events backward from end goal data10:52 Improving customer engagement and tracking event effectiveness16:09 Maximizing trade show impact through varied approaches21:14 Engage without boring, sell without selling. Unique 6th sensory supper concept25:58 Field marketing team drives targeted event marketing27:27 Strategizing client incentives for individualized engagementResources:More from 6sense: https://6sense.com/revenue-makers/

It’s not just about getting more leads; it’s about getting the right ones. Changing how you make money isn't just about trying lots of things - it's about being precise and purposeful. Alex Olley, CRO and co-founder of Reachdesk, reveals how they boosted their success by focusing on a small, carefully chosen group of accounts.Staying successful in a constantly changing market means staying focused and using strategies that fit. Shifting your team's thinking and workflow to this focused approach can be tough, but it's important for being effective and working well together.Discover why making the counterintuitive choice to "go small" could be the key to success.In this episode, you’ll learn: How focusing on accounts showing strong interest can help you win more deals. Alex Olley's experience at Reachdesk shows that concentrating on these high-interest accounts can make your team's work more efficient and drive efficient spending that aligns sales and marketing goals.How to overcome internal resistance and coordinate across teams to pivot to a new, account-based approach. Learn from the challenges and breakthroughs Reachdesk faced in transitioning their go-to-market strategy, and how they educated and aligned their board, sales, and internal teams to adopt a more targeted and efficient sales process.How adapting your ideal customer profile based on market changes and buyer behavior is crucial for expanding into new areas. Alex Olley's advice highlights how updating your ICP as industries change can keep your organization flexible and ready for new opportunities.Things to listen for:00:00 Focusing on product tools, reaching potential clients.03:21 Focus on intent, target buying stage accounts, innovate events.09:15 Challenges of transitioning marketing teams to adapt.11:28 Precise, sustainable growth, new approach required.16:16 Change management crucial; varied for each company.17:11 Sellers transitioning to facilitators due to changing market.23:00 Prioritize data, focus on retention, involve key players.25:02 Marketing identifies new industry verticals for sales.29:57 Founders skeptical, pursued stealth account-based marketing successfully.32:19 Grateful for the unconventional yet enlightening experience.Resources:More from 6sense: https://6sense.com/revenue-makers/

It’s BDR appreciation week on this episode of Revenue Makers!Sam Gong, SVP of Marketing at WorkSpan, shares his journey from marketing to sales and back again and how his experience earned him a unique perspective on the crucial role of the BDR in the sales and marketing ecosystems. Sam shares his insights on the mission-critical strategies for go-to-market and revenue generation, his stance on BDRs within the marketing vs sales debate, and the essential traits that make a BDR exceptional—even as their responsibilities shift thanks to an AI-driven future. Join hosts Saima Rashid and Adam Kaiser in an illuminating conversation that just may change how you approach outbound marketing, the role of the BDR, and utilizing AI to impact your sales efforts. In this episode you’ll learn:How to adapt outbound strategies to evolving market demands. Sam challenges the notion that outbound is dead, while also stressing the importance of reinventing customer engagement strategies to cut through the clutter of digital noise. How critical it is to maintain human empathy. Sam advocates for an approach that pairs analytics with expertise and reminds us all that spreadsheets are no replacement for our own human understanding.How to best embrace new technologies. Sam discusses how the role of the BDR is changing thanks to technological advancements like the rise of AI. The key to mastering new innovation is all in the approach: augmenting your efforts rather than replacing them. Things to listen for: 05:53 How the BDR role us changing due to Artificial Intelligence. 09:50 How persona research through buyer interaction can help establish empathy.11:33 AI demos lack genuine human empathy in marketing.15:16 Embracing new technology is key to growing your career. 22:25 Successful BDRs approach marketing with empathy. 28:04 How to leverage partnerships for efficient marketing and growth.Resources:More from 6sense: https://6sense.com/revenue-makers/

Discover the importance of choosing meaningful metrics, storytelling in data presentation, and fostering a culture of transparency and continuous evaluation. Learn how to align KPIs with company goals, make data resonate with stakeholders, and adapt performance measurements to changing business environments.

Tech+Strategy. It’s the art+science that every CMO’s gotta nail. But it’s hard.Heidi Melin, Senior Operating Advisor for Hellman Friedman, reveals how to elevate your organization’s revenue performance to an art from. Heidi simplifies the complex link between marketing investments and business outcomes, emphasizing the importance of precision targeting and AI efficiency.Challenge your views on marketing's role in revenue generation as Saima Rashid and Adam Kaiser extract insights from Heidi's rich career. Discover the power of taking risks and leveraging the unexpected in strategic marketing.This episode isn't just a conversation; it's a game-changing plan for revenue leaders eager to create a strong marketing strategy that aligns with sales and sets the pace for market success.In this episode, you’ll: Discover how honing in on your ideal customer profiles (ICPs) not only sharpens your marketing strategy but directly aligns your efforts with the field organization, resulting in a smoother and more cohesive journey toward your revenue goals.Learn how the evolution of revenue operations serves to unify your marketing and sales data, fostering collaboration and creating a single source of truth that drives effective measurement, visualization, and overall revenue growth.Unpack the growing role of generative AI in marketing, from content creation to data analysis, and find out how embracing these tools can elevate your team’s output and ensure you’re making informed, tech-forward decisions that resonate with your market segment.Things to listen for:00:00 Building community, recruiting and due diligence involvement.03:10 Passionate about practical marketing experience and growth.07:59 CMOs face challenges in budgeting and AI.09:31 Using AI to improve marketing team productivity.14:38 Emphasize long-term pipeline for successful sales.18:26 Marketing and sales need to align data.23:33 Discussion on AI implementation in products and growth.25:57 Companies test AI impact on existing tech stack.28:02 Focus on understanding your target for success.32:54 Connecting marketing efforts to business outcomes is crucial.35:47 Leveraged relationships led to terrific results.Resources:More from 6sense: https://6sense.com/revenue-makers/